Organic Valley, the cooperative of organic farmers and organic brand, announced it will launch the first ever organic milk protein shakes, company officials say. Made from real, organic milk, Organic Valley Organic Balance and Organic Valley Organic Fuel will be available nationwide in natural food stores, food cooperatives, major grocery chains and gyms in June.
Unlike other protein drinks, Organic Valley Milk Protein Shakes get their protein from real organic milk—not protein powders—for the taste and nutrition consumers prefer, officials add.
According to the “2014 Protein Beverage Home Use Test” conducted among 300 consumers by SoundView Research, Organic Valley Organic Fuel and Organic Valley Organic Balance were “significantly preferred” over the category leaders, officials say.
Consumer demand for organic products has grown exponentially over the past decade. Specifically, the segment has grown more than 12% in the past 10 years and organic milk accounts for about 4% of total fluid milk consumption, according to the Organic Trade Association. With retail sales valued at $35 billion last year, the organic industry represents a tremendous opportunity, according to the US Department of Agriculture. Sales of whole, organic milk are up 10% this year, making it the fastest-growing category of milk.
Additionally, according to SPINSscan, the ready-to-drink meal replacement and protein-based sports beverage categories are $1.8 billion and $268.6 million annual businesses, respectively. Until now, there have been no offerings in the category with organic, milk-based formulas, Organic Valley officials add.
Organic Valley Organic Balance is an organic milk protein shake ideal for a sensible snack, breakfast or light meal on the go. Packed with protein and essential nutrients, Organic Balance has 16 grams of protein from real, organic milk. Organic Balance is a source of naturally occurring calcium from organic milk, providing 50% of the recommended daily intake, with vitamin D for enhanced calcium absorption. Minimally sweetened with organic stevia and unrefined, fair-trade, organic cane sugar, Organic Balance comes in two flavors, Dark Chocolate and Vanilla Bean, with a SRP of $2.89.
Organic Valley Organic Fuel is an organic high-protein recovery milk shake with 26 grams of protein, 70% of the recommended daily intake of calcium and no artificial sweeteners. High protein for muscle recovery combined with a one-to-one protein to carbohydrate ratio for rapid absorption make Organic Fuel a complement to any workout regimen. Organic Fuel comes in two flavors, Chocolate and Vanilla, with a SRP of $3.89.
Like all Organic Valley products, Organic Balance and Organic Fuel are made with a simple list of high quality, fair-trade, USDA Certified Organic ingredients. Organic Valley products never use antibiotics, synthetic hormones, toxic pesticides or GMOs. Both organic milk protein shakes are gluten- and lactose-free. Organic Balance and Organic Fuel will be available in 11-ounce single servings and in four- or 12-packs.